Blog

Why your prospect’s view of the world is more important than yours

There’s a lot of marketing effort focused on how the vendor thinks — the vendor’s view of the world, vision of the future, story, way of making the world better, etc. And for good reason: Who wants to do business...

The future of SEO

Guessing at the future of SEO, I look at the recent past, then map it to a likely future. Doing so, you can get a pretty good picture of where search is going and what’s likely to be important to companies dependent on or desirous of...

SEO 2.0: The need to serve people

SEO 2.0 is hardly a new term. And in the age of the Internet, it’s hardly new. If you aren’t familiar with the term, it can be over-simplified as the evolution of search from technology-driven initiatives to match searchers to...

This is an interesting gimmick. I really hate it.

I’ve received a figurative ton of mail congratulating me on be being pre-qualified for an offer I don’t want and have less interest in accepting. This is an interesting trick and gimmick tactic to increase response and application rates. I...

The ginsu knife of sales letters

A friend recently asked me to review a letter – a three page sales letter a partner of their company wants to send to my friend’s customers. It’s a letter offering a service of the partner – part of a...

Your price may be too low, increasing it may spur sales

Believe it or not, sometimes a dead product or service can come to life by raising its price. Let me say it again. If you have a product or service that isn’t selling, it may be priced too low. Price...

4 tips to write better email and newsletter subject-lines

MarketingSherpa analyzed over a years worth of their own newsletters and drew four conclusions on what performed best at attracting clicks. Not limited to email and newsletter subject-lines, these tips apply to all content and customer communications requiring a title....

A salesperson’s job is to sell

As a salesperson, I always appreciated and benefited from great marketing: engaging white papers, compelling case studies, professional presentations, well-thought product marketing, competitive positioning, etc. Without doubt, great marketing makes a salesperson’s job a lot easier. That said, poor marketing...

Before you spend your next dollar creating marketing materials, ask yourself two questions

Before you embark on your next marketing communication or content marketing initiative, you need to answer two questions: What are you trying to accomplish? Here is a list of things to consider: Are you trying to attract a target audience?...

Sales opportunity: Defining vague references

Forest and trees. As salespeople, there are times we overlook vague references to our offer as assumed benefits: faster, less expensive, more responsive, less downtime, greater availability, etc. These things sound good, but only take on real meaning when we...